Continental - Gallop

Project

Brand Identity Redesign

client

Continental Bedding

Year

2019

What is Continental?

Continental Bedding designs and manufacturers high-end bedding, including pillows. These pillows are designed for different levels of support, shape, and sizes.

Our Approach

We envisioned Continental as a modern brand that balances the feelings of serenity and a good night's sleep with a fast and modern life that requires full focus to make every day count. It conveys ultimate sleep quality, which is essential for making every day productive.

We made Continental shine because of its innovative approach to the brand identity within its market, which other brands claiming differentiation have made common.

Inspiration

THE STARS

INDIVIDUALITY - NO SINGLE WAY TO SLEEP

CIRCLE

The things that balance both sides (day and night) are the stars on the night sky, preparing us for rest, as well as what comes after. They act subtly to ensure we have the best of both worlds. The stars represent time to rest, as well as dreams yet to become truth.

Continental believes that there is no single way to sleep, and how and where you sleep is personal. We honored that individuality and personal preferences by using the idea of people sleeping in different poses. A message that portrays that the choice rests within us and our customers, and Continental is there to awaken it.

Both the moon and the sun are circular shapes, indicating harmony, fullness and peace of mind.

THE OVERLAP

Our main goal for the overall brand identity was to portray the idea of the overlap between day (sun) and night (moon), and portray how their seamless coexistence in the identity symbolizes the harmonic dance between restful nights and productive days. This plays a crucial role throughout the branding: create the message that one can’t exist without the other.

DREAMERS AND SLEEPERS

Just as the overlap between night and day exists in our branding, so does the overlap between dreamers and sleepers. We see Continental speaking to sleepers who dream big, as well as sleepers who have achieved their dreams and just enjoy the blessing of closed eyes.

Logo Design
Development

Logo Breakdown

MOON & SUN

The two circles overlap, representing the moon and sun and the two phases of the day. This way we created two crescent moons, the most recognizable moon phase. The sun (on the right) is a carrier of other elements.

As we already mentioned, this was the main idea that carries the brand identity. The sun will be more important in other brand identity elements.

CRESCENT MOON

The two circles overlap to create a crescent moon and indicate the core business of Continental - good sleep.

Because “We are committed to help you dial in the right kind of product that helps you rest as you please.”

PRODUCTIVITY

Going forward is represented by a trace of a shooting star, indicating the aspiration for better living.

Because “You are discovering the sleep you’ve been dreaming about.”

INDIVIDUAL

Inside the circles we have a face with closed eyes, representing individuals and personalities that are sleeping in their own way, with a star guiding them to dream.

Because “We understand that only you know how you sleep best.”

Colors

Typography

Iconography

Key Visuals

Heroes of the day and night

For further extending the brand identity, we leaned on the main idea - the combination of sun and moon, or night and day, if you will. This idea perfectly combines what we want to achieve - productive days made by restful nights - and it is an extension of the logo design.

The combination of the two created a graphic element similar to the logo, but here we gave more importance to the sun. It is overlapping the moon, and while it does that, the sun is made into a crescent moon shape, which follows the whole identity.

This is a straightforward indication of “night influencing day” because even the sun is given the shape of a moon phase.

It goes in multiple directions (just like the sun and moon seen from Earth) for different branding applications.

Pattern

INDIVIDUALITY AND DIFFERENT POSES OF SLEEP

For the pattern visuals, we opted for the individuality idea as one of the more important aspects of branding. Therefore, we used the actual poses of sleeping people to create a pattern that gloriously follows the focus elements.

Background

Pillow Form

The background image is a supporting secondary visual that contributes to the cozy feeling of a down pillow, and indicates softness, relaxation and a dreamy atmosphere. We were inspired by the impression made on the pillow when we slept on it.

Photography

DREAMS DO COME TRUE

The Continental’s photography tone is expressed with simple confidence and elegant imagery that is infused with a gratifying and satisfactory sleep or awaken state, that is saying either “let me sleep just a bit more” or “I’m ready to take action.”

We processed the photos to have a touch of serenity and a dream-like atmosphere.

Package & Label Design

Amazon

Website

Promotional Materials

Advertising

Stationery

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